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When writing copy you need to care about your reader like you would care about a friend or loved one when sending a letter across country.
What are they looking for?
What do they need to know?
How can you provide them with what they need in a clear, concise manner so they will not have to wait for your next letter (read: article) to find the enlightenment they desire.
When you care about your readers like you would care about a pen pal the chances of getting good responses will be much higher.